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| The Movie Network rolls out a multi-platform acquisition and retention campaign this summer |
| Posted
on Monday, June 29, 2009 - 03:58 PM |
Astral Media’s The Movie Network puts fans centre stage this summer with an extensive multi-platform campaign rolling out across major markets in Eastern Canada. The “Get Hooked” campaign includes on-air, radio, print, online, direct mail and social media elements to generate awareness of The Movie Network’s program offering and service features, including its multiplex channel HBO Canada. As part of this summer campaign, The Movie Network is also reaching out to loyal subscribers of the premium television service through a unique User Generated Content-based “Superfan” contest that lets them interact and engage with the brand.
“Our research has shown that we have a loyal subscriber base of viewers who have a passion for movies and series and, at times, are fanatical about their favourite characters, top movies and series,” said Gail Rivett, Vice President, Consumer Marketing. “We decided to explore this concept by taking these fans who really embrace The Movie Network experience and turning them into spokespeople so they could really tell potential subscribers about the service and why they need to ‘Get Hooked’ to The Movie Network – whether it is for the Hollywood-hit movies, HBO or Showtime series, the uncut and commercial-free viewing environment, or the high-definition and on-demand offerings.”
The on-air component of the “Get Hooked” campaign comprises of two television promotional spots depicting the passion people have for movies and series as “Superfans". Directed by The Movie Network’s in-house Creative Agency using high-art direction, cinematic style and artwork created by Canadian illustrators, the first spot features a fan playing out the popular musical film Mamma Mia, while the second spot is a group enactment of the hit HBO series Entourage. The 30-second and 60-second versions of these spots are currently running on U.S. avails and The Movie Network respectively and will air throughout the summer. Complementing the television promos are 30-second radio spots currently airing across various Astral Media Radio stations across Eastern Canada this summer.
A key component of the “Get Hooked” campaign is also a direct mail piece reminiscent of trading cards. The foil-wrapped package comprises of five cards, each showcasing individual "Superfans" conveying what they love about the service and programming including why they’re hooked and what they can’t wait for. The package also includes a call-to-action card. The direct mail piece was distributed to over 250,000 homes in Southern Ontario in May 2009.
The campaign’s messaging drives back to a specially-created website (www.jointmn.ca). The website is supported with call-to-action features, information on The Movie Network such as programming highlights and sneak peeks and the service’s high-definition and on-demand offering.
As an extension of the fan concept, The Movie Network also launched a UGC-based “Superfan” contest through a unique website (www.tmnsuperfan.ca) today. Open to residents of Eastern Canada, the contest’s main objective is to foster subscriber engagement and interaction with the brand and create word-of-mouth buzz through the contest’s uploading, commenting and voting functionality. The contest encourages consumers to create an original video that explains how and why they connect with The Movie Network’s series, movies and characters. Those who enter will be eligible for weekly prizing and a grand prize consisting of a trip for two to an exclusive red carpet premiere. The “Superfan” contest is being promoted through on-air and print advertising in Movie Entertainment magazine, online banner advertising through online ad networks, search engine marketing and social media platforms such as Facebook.
“Given that our subscribers are movie and series enthusiasts, we wanted to build a platform where they can interact with one another and be part of a community through this UGC initiative,” said Rivett. “This in turn, creates engagement and drives repeat traffic to the site.”
The “Get Hooked” on-air and radio promotional spots and direct mail piece were created by The Movie Network’s in-house Creative Agency in consultation with The Movie Network Marketing department. The broadcast spots were produced by Spy Film.
The UGC “Superfan” concept and design was by Toronto-based agency 70 Main Street in collaboration with The Movie Network’s Marketing and Interactive groups, with the contest platform and back-end provided by Filemobile of Toronto.
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